Drift off dreaming of brekkie: Holiday Inn Express launches the world's first Breakfast Pillow in Australia

Holiday Inn Express by IHG in Australia has launched the world's first Breakfast Pillow for a limited time, inviting travellers to drift off to the soothing sounds of a free hot breakfast through four brekkie-inspired sleep tracks.

World’s First “Breakfast Pillow”
- Concept: A pillow with built‑in speakers that plays four breakfast‑inspired white‑noise tracks — coffee brewing, sizzling bacon, juice pouring, and breakfast‑buffet chatter — to help guests relax and fall asleep.
- Purpose: Designed to help travellers rest better, wake easier, and start the day refreshed.

Availability
- Offered through a limited‑time stay package at all Holiday Inn Express hotels across Australia and New Zealand.
- Dates: 19 Aug – 30 Nov 2026.
- Includes accommodation, the Breakfast Pillow for the stay, and a free hot breakfast.

Inspiration
- Based on research showing 72 % of Australians find breakfast sounds comforting while travelling, and 80 % say familiar breakfast noises help them feel calm away from home.
- Builds on last year’s Breakfast Alarm Clock campaign.

Brand Vision
Dean Jones, VP Commercial (East Asia & Pacific, IHG), said the idea came from asking whether breakfast could help guests fall asleep as well as wake up.
It forms part of the brand’s Express Recharge experience — combining great sleep, smart stays, and the signature free hot breakfast.